Company History and ProfileHaleeb Foods Ltd. was incorporated on July 1st, 1984 with a capital of Rs. 46 Million under the name of Chaudhry Dairies Limited which was renamed as CDL Foods Limited and now it is known to be as Haleeb Foods Limited. At that time it had the capacity of producing 80,000 / liters of milk per day having total area of 32 acres. Initially 150 people were employed at the plant. The production process started with UHT liquid milk. The liquid milk was the first product launched in the market, it started its operation in 1985 at that time 20 other dairy plants were also coming in, and all those including MILKPAK were using obsolete technology that was used in EUROPE. Haleeb Plant was the only plant based on the latest technology and the basic idea behind that were particularly dairy foods products. It is principally engaged in processing and sale of toned milk, milk powder, allied dairy products and fruit juices and it is a well known brand. It is a private limited company. It started commercial production in July 1987. Due to consistently superior performance, it had achieved undisputed leadership in the liquid packaged milk category with a market share of over 52%. Haleeb Foods Limited (Formerly CDL Foods Limited) was at one time, amongst the few Pakistan based companies with a burning passion to take on the international market. In the clutter of multinational the company it had a distinguished place. The name of Haleeb foods limited used to be synonymous with best quality foods products. From November 1989 till December 1991 Haleeb had a joint venture with fries land Frico Domo of Netherlands. This joint was amicably dissolved on account of FFD's change in management in their global strategy. Franchise agreement with Canada, a market leader in the liquid milk market in France, was assigned in December 1998. Under this arrangement, the company launched Candia range of value added liquid milk product and also have access to latest production, technical and marketing knowhow. Initially company launched different products but some of them could not become successful. As the company's core concern is quality eventually company abandoned products that were not according to the market needs. In 2002 the company contributed 54% to the country's packed milk market. The important happenings in chronological order are listed as follow: 1984Founded as Chaudhry Dairies Limited

1987Started sale of packaged milk under “Haleeb” brand
1989Established equity partnership with CC Friesland, Netherlands 1991Discontinued the partnership with Friesland Frico Domo
1998Entered in franchise agreement with Cedilac, France
2004 Changed corporate name to “Haleeb Foods”
2005 New production facility provided at RYK
Product PortfolioHFL has a very strong brand portfolio consisting of dairy as well as non-dairy products. Haleeb Foods has segmented its product portfolio in 3 leading brands including Haleeb, Candia and Tropico. Haleeb is the flagship brand of the company. Haleeb UHT Milk is available in 5 forms of Tetrapak packaging. Due to its strong positioning of the thickest milk for best tea, it used to have top of mind awareness and penetration in the dairy industry of Pakistan. In order to increase consumer and trade penetration of the brand, it is also available in Tetra Fino Packaging under the brand extension of Haleeb Dairy Queen. Haleeb has also progressively diversified from UHT Milk to other product categories as well. These product line extensions include Haleeb Butter, Haleeb Yogurt, Haleeb Cream, Haleeb Labban (Drinking Yogurt), Haleeb Asli Desi ghee (Butter Oil), Haleeb Funday Juice Drink, Haleeb Skimz (skimmed milk), Haleeb N'Rish Full Cream Milk Powder & Haleeb Good day Pure Juices. Haleeb Good day is the only range of 100% pure juices in the country with a variety of 6...

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• The deadline for the hard-copy submission is 12:15 PM on Monday, October 3rd, 2011.
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...﻿Mini-Assignment #1 – Case: McCain FoodsLimited
Answer 1: If I was in charge of Asian operations for McCain FoodsLimited, the first thing I would do is look into what I can do to get my product famous among the Chinese people, by finding out what their likes and dislikes are and how I can make my product appealing to them. This can be done by carrying out market research and surveys. Granted this costs a lot of money, but to succeed in any foreign market, one should first be aware of their cultures, factors that can offend them or intrigue them to buy your products. Without proper preparation and research, I would not step into a foreign market. For example, with proper research you can find out that the Chinese people feel more comfortable with the color red, as it symbolizes good luck to them, so I would make sure the packaging used is of the red color. On the other hand, they displeasure the color white as it symbolizes death to them, so I would make sure that anything such as the packaging, or logo, or anything very visual is not of the color white for my products.
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Mini-Assignment # 1 – Case: McCain FoodsLimited
Using the case titled 'McCain FoodsLimited: Global Fries—Good in Any Language' on pages 100-101 in your text, please answer the following questions:
1. If you were in charge of the Asian operations for McCain, how would you recommend the company overcome the challenges in the Chinese market?
2. Much of McCain’s global success seems to be closely tied to the success and efforts of its clients, McDonald’s and KFC. Describe how successful you think McCain would have been if it had gone into China with just its own brand name.
Important points to remember about your submission:
Double-spaced
Times New Roman 12pt.
Stapled (marks will be deducted if the assignment is not stapled)
Do not exceed 2 pages
Do not include a title page
Keep your answer to question 1, distinctly separate from your answer to question 2.
The assignment must be submitted to Turnitin by the deadline (see turnitin submission process below)
The heading on the first page must include your complete name, student number, section number, name of the assignment, turnitin confirmation number and name of professor.
The deadline for the hard-copy submission is 7:00 PM on Wednesday 9th October 2013.
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brothers – Harrison, Wallace, Robert and Andrew. McCainFoods
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...HALEEBFOODS
Case study on Haleebfoodlimited:
Introduction:
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HaleebFoods has segmented its product portfolio in 3 leading brands including Haleeb, Candia and Tropico. Haleeb is the flagship brand of the company. Haleeb UHT Milk is available in 5 Sku’s of Tetrapak packaging. Due to its strong positioning of the thickest milk for best tea, it has the highest top of mind awareness and penetration in the dairy industry of Pakistan. In order to increase consumer and trade penetration of the brand, it is also available in Tetra Fino Packaging under the brand extension of Haleeb Dairy Queen.
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